Burger King Marketing Analysis Essay

1064 Words 5 Pages
Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share.
Burger King uses a dispersed configuration for day to day operations as the majority of their restaurants are
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It also cost the company the most desirable restaurant locations. By locating near competitors in the hopes that consumers will choose Burger King stands the chance of being lost in the cluster of fast food restaurants and will pay more for real estate as the cost goes up due to development.
Burger Kings preference for using primarily franchising to enter new international markets is very advantageous for both the company and the individual franchisee. By using the established brand equity, marketing and business model local franchisees have a distinct advantage over local restaurants in mass markets (Chakravarty, 2007). Some of the disadvantages could be the potential lack of produce suppliers and the potential for a cultural or religious aversion to the products. For instance, Burger King has had to adjust their menu in India due to the large concentration of Hindu people and their religious avoidance from consuming beef. Another example of a disadvantage and international restaurant has compared to local restaurants is the lack of adaptability the international restaurant has in the face of changes to produce availability and consumer tastes. A local restaurant can quickly find replacement produce and

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